Google is introducing a mandatory identity verification for advertisers using Google Ads. What is the reason behind this? How will the change affect Google users and advertisers? Find out more in this entry.
A few days ago Google announced that advertisers whose ads are displayed via Google Ads platform will be required to pass an identity verification. Initially, the change will be introduced in the United States but according to Google’s predictions, it will globally develop in the next few years.
Why Did Google Decide to Implement Identity Verification?
According to Google, the implemented change will contribute to the increase of transparency and users’ trust in the whole ecosystem of ads. Thanks to identity verification, users will have a better awareness of the ad grantors and with that - wider and more conscious choice.
“Users should be empowered to make informed decisions about the ads they see online. That’s why we’re launching advertiser identity verification, a policy that requires advertisers to verify their identities for ads served through Google Ads” – Google says”
After introducing the verification process, users will be able to see advertisers' names and the country, as well as to block ads from a specific grantor.
Identity Verification Process
Those who will be obliged to verify identity will be notified and in 30 days will have to submit all necessary documents. Then, they’ll be given an additional 30 days to finish the whole process, otherwise, their ads will no longer be displayed on the Google Ads platform. In case the attempt to complete the verification process fails repeatedly, the ads won’t work either.
In the case of organizations, to verify their identity, they’ll have to submit official documents that include the full and correct name of the organization with its address. More about the verification process itself you’ll find on the Google Support website. It’s good to take a look at the FAQ section as well.
Opinions about the newest Google Ads change diverge. On the one hand, we have those who think that implementing an identity verification in Google Ads will improve the safety and transparency within the platform and agree with the change. On the other hand, however, there are those who anticipate a number of useless clicks on the ads that won’t contribute to conversion (to, for example, check the advertiser identity) which, as we know, will be an additional cost for the advertisers.
What’s your take on the matter? Is Google right to implement and make the identity verification mandatory? Let us know in the comments!
At Delante since July 2019, she began her Delante adventure in marketing. Since November 2021, she has been joining the ranks of the SEO department as its Coordinator. Privately, she is a graduate of Media Management at Jagiellonian University and a student of Product Management at the University of Economics. She enjoys Asian cuisine, dancing high heels and rejuvenating dating shows on Netflix.
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